How can Africa counter negative images? – DV – 02.11.2024

The international media often perpetuates outdated stereotypes about Africa such as corruption, disease, poor leadership, violence and poverty, Abimbola Ogundairo said. Advocacy and campaigns are led by Africa No Filter, an NGO that challenges harmful narratives about the continent.

A study The authors of Africa No Filter and consulting firm Africa Practice found that such negative images create a monolithic image of the continent, distorting Africa’s diverse realities.

Such distorted coverage amplifies perceived risks, increases borrowing costs and discourages investment—especially during elections, when the focus on negative issues such as violence and election fraud is disproportionately high compared to similar political risks in non-African countries.

Africa at Credit Risk

“When a unique story is told over time, it now begins to reduce the identity of a place to one thing,” Ogundairo told DW.

For example, 88% of media articles about Kenya during the election period were negative, compared to 48% in Malaysia during the election period. As a result, international investors perceive African countries as riskier than they actually are.

According to a study, African borrowers lose up to $4.2 billion (€3.9 billion) annually in interest payments on their loans, mainly due to stereotyping.

Positive media sentiment correlates with a lower risk profile and lower bond yields, while negative media coverage increases a country’s perceived risk, leading to higher borrowing costs.

Ogundairo noted that stereotypes lead lenders to believe that dealing with African countries carries an element of risk.

“The disproportionate emphasis on these kinds of stories leads to a constant narrative that if you want to do business in Africa, you have to be prepared to lose your money, and so probably the moment you lend them money, a factor is that , so you get more money,” Ogundairo said.

The head of the International Monetary Fund (IMF), Kristalina Georgieva, recently told DW that Africa needs greater representation in the global lending institution. She hinted that another board member from sub-Saharan Africa would be added to the IMF board.

“We are doing this precisely because we believe that Africa deserves fairer representation,” Georgieva said.

African countries fight stereotypes

Rwanda’s bold “Visit Rwanda” tourism campaign used football to attract investors and tourists to the country.

The campaign, in collaboration with English football club Arsenal, French football club Paris Saint-Germain and German team Bayern Munich, promotes the country’s unique attractions and cultural heritage.

Although Rwandan President Paul Kagame has been accused of “sports washing” – the practice of using sports to improve the image of a country or organization by investing in high-profile sporting events or teams to divert attention from issues plaguing the country – the “Visit Rwanda” campaign has been successful in changing the narrative about this East African country.

DW senior editor Crispin Mwakideu said Rwanda had managed to sell something that was “real and tangible” through the campaign.

The Nigerian film business, Nollywood, is leading the charge in telling authentic African stories, freeing itself from stereotypes.

Netflix has joined the movement, bringing African originals like Blood and Water and Queen Sono to the global stage, telling “local stories with global appeal.”

Fatima Alimohamed, CEO of Africa Brand Warrior, a start-up marketing and communications agency, told DW that there must be an intention to drive a narrative “to demonstrate how we really live, how we really think.”

“The first responsibility lies with us as Africans,” she asserts. “We have to tell our story only when we tell our story, someone else, you know, can add to that story. But if we leave the storytelling to someone else, then obviously that’s where you have problems.”

Solutions moving forward

Ogundairo stressed the importance of closer collaboration between local and international correspondents, emphasizing the need for increased resources, training and partnerships in the media space to ensure meaningful development.

She called on journalists to rethink how they tell their stories.

“Are there voices that I highlight whenever I talk about Africa? Do I really include 54 countries? Am I really making sure that the voices of different demographic groups are represented so that the picture that people reading my story see is complete? is enough?” she said, adding that African leaders must demand accountability for how their people and countries are portrayed.

Alimohamed said it was important to use a “positive problem solving” approach when communicating with experts, stressing the importance of using inclusive language.

“Involve people who will give you solutions rather than just keep harping on problems and negativity,” she said.

This article is adapted from an episode of the DW AfricaLink podcast.